Using Facebook to Power Dynamic On-Site Marketing
Facebook Marketing Mini Series: Day 2
#AddShoppersNow
I. Facebook & The Shopper Journey
II. Key Facebook stats
III. Facebook psychology
IV. On-site marketing best practices for Facebook
V. BONUS
VI. Summary/Q&A/Review
Agenda
AddShoppersAddShoppers helps track and optimize the Shopper Journey for over 10,000 brands worldwide including Hanes, NCR, Everlast, Internet Retailer Magazine, and The Economist.
● Co-founded by former online retailers in Charlotte, NC 4 years ago○ @ChadLedford & @West
● 20+ team members and growing!● When we’re not helping brands increase
their average revenue per visitor, we enjoy: ○ Pub Trivia○ Friday Office Brunch○ Charlotte Hornets Basketball○ Ping pong
Awareness
Brand Impressions
Interest
MUVs
Consideration
Customer Database Records
Purchase
Conversion Rate
& AOV
Retention
Lifetime Value
Advocacy
Referrals
The Shopper Journey + FacebookHow can we improve each step using Facebook marketing?
1.09 billionDaily Active Users
989 millionDaily Active Users (Mobile)
~50%Of people in the US use
Facebook every day
200Median number of friends per
Facebook user
Source: Facebook and Pew Research
68% of people trust FacebookFacebook is the most trusted online platform for product/service recommendations
Friends and family recommendations impact 86% of purchasesMuch higher than the next highest group. (professionals at 58%)
Source: Social Media Link
73.4%Percent of all social revenue is
driven by Facebook (#1)
21.9%More traffic driven by Facebook
to eCommerce sites in 2015
24.5%Of all sharing goes to Facebook (#2)
$0.80Average value of a Facebook share
From our 2015 On-Site Marketing Breakdown - shop.pe/2em8v
Data From Our Network
6.To Share Things They Know
Their Friends Will Enjoy
From funny cat videos to news stories to products.
7.To Gather Feedback From Their Friends
About potential purchases, vacations, outfits, home decorating, etc...
8.To Share Life Events --
Big or Small
Graduation, engagement, marriage, new house, new baby, new purchases etc...
The BasicsFocus on Shares
Shares are 340% more valuable than Likes.
Include Social Proof
Higher Share (or Like) numbers help drive MORE shares (and conversions).
How It Works
Drive Traffic To A Giveaway
Registration: Capture Leads
Integrate Facebook Sharing For Maximum Reach
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Case Study: Silver Jeans Increased Sharing 4,650% and Email Captures 225% with a Social Contest.
+4,650% +1,900% +225%
Sharing Social Referral Traffic Email Subscribers
Step 1: Drive TrafficHere’s how Silver Jeans kickstarted the promotion:
● Bottom bar on their site using the AddShoppers Behavioral Targeting App.
● Emailed their customer list
● Promoted the giveaway via social media
Step 3: ShareNow, the fun begins!
Using the Contests & Giveaways App, participants shared products to create their wishlist.
We also implemented a Trending Wall to facilitate sharing and discovery.
Why Offer Facebook Login?
Capture more rich data
Boost email capture rates
Increase checkout conversion rates
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Welcome!Connect with Facebook
for free shipping
| Connect
No Thanks
* Facebook accounts for 57% of all social logins (Google is #2 at 33%).
Why Incentivize Facebook Sharing?
Increase sharing by 191% (average) or more.
Increase conversion rates (how?)
Reduce coupon searching & cart abandonment (plus improved margins)
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Case Study: Miracle Noodle
+1,994% +2,127%
Sharing Social Referral Traffic
+826%
Social Revenue
* Around 40 - 50% of these increases came from Facebook alone.
Why referral marketing on Facebook?● 85%+ of all social revenue from
Refer-a-Friend comes from Facebook
● Referred customers are 25% more profitable & 18% more loyal
● 50% of people are more likely to give a referral if offered a direct incentive. (Study from Software Advice)
● People are 4 times more likely to buy when referred by a friend. (Nielsen)
Create a strong offer (know your CLV)
Kickstart your program aggressively. This is key!
Continue marketing your referral program post launch
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How To Integrate Refer-a-Friend
On average, we see 35 sales for every 100 shares via Refer-a-Friend.
Tap into the natural desire to share. (30% of all sharing happens post-purchase)
Facebook accounts for 75% of all Purchase Sharing revenue
Shares from purchases convert well above average
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Why Purchase Sharing?
Pro Tip: Combine with Social Rewards to increase sharing + loyalty.
Case Study: Romulus Marketing
Romulus Marketing integrated Purchase Sharing and converted traffic coming from those shares at 29.6%!
Cohort targeting captures 29% more emails
1:1 personalization drives 9%+ more sales
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How Can Facebook Improve Your Behavioral Targeting?
Pro Tip: Facebook Login helps you capture data for personalization, plus improve conversion rates
1:1 personalization has been tested to capture up to 600% more emails3
Behavioral Targeting ExamplesUsing Facebook data for personalization
Facebook exclusive offer!
Connect with Facebook to join our newsletter and get $10 off your
first purchase:
Happy Birthday Mike!On your special day, we’d like to
offer you $25 towards any purchase of $100 or more:
No Thanks
Yes, I’d Like $25 | Connect
No Thanks
Cohort Targeting 1:1 Personalization
Case Study: Old Time Candy
Using 1:1 personalization, they were able to dramatically increase conversion rates for both email captures and checkouts.
644%Increase in conversion rate
for email captures
15.7%Higher conversion rate
to purchases
Awareness
Brand Impressions
Interest
MUVs
Consideration
Customer Database Records
Purchase
Conversion Rate
& AOV
Retention
Lifetime Value
Advocacy
Referrals
Remember the Shopper Journey
Want to learn more about AddShoppers? Join an upcoming live demo:
AddShoppers.com/Live-Demo
Thanks for joining us!
[email protected]@TheBigCatSays